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    Please use this identifier to cite or link to this item: http://asiair.asia.edu.tw/ir/handle/310904400/112150

    Title: 中國大陸旅客來台滿意度分析:以台中逢甲夜市為例
    A Study of Mainland China Tourists’ Satisfaction: the case of Feng-Chia Night Market
    Authors: 陳彼德
    Contributors: 休閒與遊憩管理學系
    Keywords: 陸客;逢甲觀光夜市;顧客滿意;餐旅產業;美食觀光
    Mainland China tourists;Feng-Chia Tourist Night Market;customer satisfaction;hospitality industry;culinary tourism
    Date: 2019
    Issue Date: 2019-10-22 09:50:48 (UTC+8)
    Publisher: 亞洲大學
    Abstract: 為使「夜市」這項台灣觀光資產發揚光大,並有效運用大陸旅客來台觀光旅遊商機,本研究調查到訪台中逢甲觀光夜市之陸客消費者顧客滿意度,了解逢甲夜市提供行銷組合項目是否符合需求,進而提出改進建議,以提升整體滿意度,使陸客未來願意再訪或推薦親朋好友來台旅遊,期望能以廣受觀光客喜愛的夜市文化吸引陸客前往消費,提升觀光產業經濟效益。
    To promote one of Taiwan’s important tourism assets “night markets” and profit in a big way from the new travel opportunities of mainland China tourists, this study examines mainland tourists’ customer satisfaction from Feng-Chia Tourist Night Market. The results show whether the marketing mix suits their needs, and provides suggestions for further improvement to raise the overall satisfaction. We expect to use Taiwan’s popular night market culture to attract more mainland tourists and increase the economic efficiency of tourism.
    The sample included 153 mainland tourists who had visited Feng-Chia Tourist Night Market. The questionnaires consists 30 questions of six dimensions including facility management, price, souvenirs and snacks, atmosphere, service quality and others. The study adopts a customer satisfaction measurement model to examine mainland tourists’ expectation and perceived performance, and analyze their revisit and recommendation intentions. The perceived performance is lower than expectation, and it shows that the marketing mix of Feng-Chia Tourist Night Market didn’t satisfy their needs. Their feedback of customer satisfaction from Feng-Chia Tourist Night Market were between “neither agree nor disagree” and “somewhat agree.”
    Appears in Collections:[休閒與遊憩管理學系] 博碩士論文

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